Brands Score When Syndicating Reviews

Across digital channels, sharing ratings and reviews is beneficial for both brands and retailers, new research suggests.

When brands syndicate reviews to retailers, the median increase in reviews per product is 83% greater than those without syndication, per Bazaarvoice.

Similarly, half of Bazaarvoice’s retailers source 65% or more of their reviews from brands, according to the digital marketing firm.

After analyzing its network of roughly 5.8 billion monthly product page views and over 66.8 million reviews in 2018, Bazaarvoice found brands and retailers that make user-generated content available to shoppers achieved, on average, 137% conversion lift, and 157% lift in revenue per visitor.

In addition, 63% of the firm’s clients rely on ratings and reviews to boost SEO performance, 53% to improve in-store sales, and 52% to foster brand loyalty.

As for mobile, the firm found 57% of all page views came from mobile in 2018. When shoppers engage with user-generated content on mobile, the conversion lift increases to 136%.



Nearly half of Bazaarvoice clients said integrating social media and online shopping experiences will be a top priority or increased area of focus over the next 12-to-18 months.

More than ever, shoppers also appear to desire interaction before transaction. Indeed, product pages with Q&A experienced a 447% higher conversion rate compared to those without, regardless of shopper engagement.

Also of note, visual content is increasingly essential to online shopping. More than half (59%) of brands and retailers said that featuring photos and videos from customers throughout the shopping experience is standard for their ecommerce strategies.

Bazaarvoice based its findings on data from roughly 6,000 Web sites in its network, a survey of more than 500 brand and retailer clients and approximately 2,000 consumers.

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